Refreshed corporate logo and new brand identity for Canada's most dynamic commercial real estate company also includes the rebranding of shopping centres

New consumer experiences and technology will play key role as Cadillac Fairview changes Canadian definition of shopping mall

TORONTO, Sept. 21, 2015 /CNW/ - Today, The Cadillac Fairview Corporation Limited unveiled a new corporate logo and brand identity, the first step in a new brand strategy which is set to transform how Canadians see one of North America's largest commercial real estate companies.

Cadillac Fairview is a clear leader in the Canadian retail sector, operating seven of the top 10 best performing malls in Canada. To establish a more direct connection with Canadian shoppers, the name of each Cadillac Fairview shopping centre will be preceded by "CF," a move designed to link the Corporation with a premium shopping experience in the minds of Canadian consumers over time.

For example, under the new brand strategy, Sherway Gardens in Toronto and Pacific Centre in Vancouver will now be known as CF Sherway Gardens and CF Pacific Centre. The new corporate logo, which incorporates the tagline, Where it all comes together and brand identity is being rolled out across Cadillac Fairview's 20 shopping centres across the country. Cadillac Fairview's office properties will adopt the new logo; however, office tower names will remain unchanged, named after anchor tenants or location.

The new logo and consumer-focused brand strategy are a part of a larger initiative within Cadillac Fairview that is centred on innovation to engage shoppers directly, drive sales, and to create the most welcoming and connected shopping environments across Canada.

"Cadillac Fairview's new visual identity highlights for shoppers that our properties provide a consistently welcoming and engaging retail destination," said Jason Anderson, Senior Vice President of Marketing at Cadillac Fairview. "Putting a new logo on the door is the easy part. The real work is designing and implementing changes to the way consumers experience our shopping centres. We know technology and unique and engaging experiences will play a big role in changing the way people think of the shopping mall."

The Canadian retail landscape is shifting dramatically and competition is fierce. Cadillac Fairview will differentiate its shopping centres with a promise of best-in-class stores, a range of dining options and an overall exciting experience.

With $4-billion in property revitalizations and developments underway, the corporate rebranding is the latest in a series of initiatives launched by Cadillac Fairview to reinforce its leadership position in the Canadian retail and commercial property markets across Canada.

"Cadillac Fairview has a good understanding of the Canadian shopper and what they expect in terms of merchandise mix, dining options, overall experience," said Mr. Anderson. "We are well-positioned to anticipate and react to trends and shifts in consumers' expectations."

About Cadillac Fairview

Cadillac Fairview is one of North America's largest owners, operators and developers of commercial real estate. Cadillac Fairview focuses on developing and managing high quality office, retail and mixed-use properties in Canada and the United States, as well as international investments in real estate companies and investment funds.

With a portfolio valued at more than $28 billion, Cadillac Fairview and its affiliates own and manage over 36 million square feet of leasable space at 66 properties across North America, including some of Canada's landmark developments, such as Toronto-Dominion Centre, CF Pacific Centre and CF Chinook Centre.

Cadillac Fairview is wholly-owned by the Ontario Teachers' Pension Plan, which invests to secure the retirement income of 311,000 active and retired teachers in Ontario.